When consumers plan their leisure travel, they quickly discover that there’s often more than one way to get from here to there. And the same is true for the actual travel plan- ning and purchasing processes. Where of ine planning and booking once dominated, online channels now account for half of all travel bookings in some places. And within the formidable online space, the explosion of mobile devices and travel-related apps and websites has given travelers a dizzying array of ways to shop for and purchase their trips. So how have key global travel markets evolved in recent years, and to what extent have online channels in uenced the way travelers plan, shop for, and purchase their trips? With so many online options just a click, tap or swipe away, do most travelers go directly to the websites and apps of speci c travel suppliers (airlines, hotels, car rental companies, etc.), or do they rely on online travel agencies (OTAs) such as Expedia.com, Priceline or other intermediaries to plan and book? This paper examines how leisure travelers in eight key global travel markets shop for and purchase their trips, with particular attention paid to online travel shopping and booking. More speci cally, it explores travelers’ attitudes and preferences for using OTAs versus supplier websites, noting some signi cant differences between emerging and developed markets. While a range of factors contribute to the types of resources online travel plan- ners leverage, there is a fundamental difference between OTAs and supplier websites that in uences consumers’ behavior at various stages. Research demonstrates that these differences often involve varying consumer perceptions around price, breadth of content, which websites are easier to use, and even which brands they trust. View the infographic at the Phocuswright blog, and download the white paper at Phocuswright (free registration)